mce

Managing
customer
Experience

Table of Contents
INTRODUCTION.......................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of understanding wants, needs and preferences of target customers in the
service sectors.............................................................................................................................1
P2 Different factors that influence customer engagement with different target group of
customers in the service sector....................................................................................................3
TASK 2............................................................................................................................................3
P3 Customer experience map in a service sector organisations..................................................3
P4 Customer touch points in customer experience which create business opportunities in the
service sector organisation..........................................................................................................5
TASK 3............................................................................................................................................6
P5 Digital technology role in managing customer experience ...................................................6
TASK 4............................................................................................................................................7
P6 Customer service strategies in a specific service sector........................................................7
P7 Role of customer service strategies which will help in development of customer experience
in meeting the needs of customers and for the required business standards...............................8
CONCLUSION................................................................................................................................9
REFERNCES.................................................................................................................................10
Books and Journals........................................................................................................................10

INTRODUCTION
For the growth and development of any industry and also individual companies
management of customer experience is very important. It is essential tool which can be used by
the companies present in the hospitality sector. This report is based on dragon king buffet
restaurant, which is having a presence in London. They are having a presence in prime location
in London. This makes it easily accessible for the people(Peppers and Rogers, 2016). This report
includes detail description of various requirements and needs of of the target customers. Further
there is discussion of factors which influence on the customer engagement. Customer experience
map is prepared by of the service industry which will help in analysing the pre, during and post
behaviour of customers according to efforts of the company. Points of customers which can
create various business opportunities have to be forecasted by the restaurant. Furthermore with
the growing advancement of technology , growth of digital media as a promotional tool for
companies is analysed. All this points will help in developing a understanding of the companies
present in the hospitality sector.
TASK 1
P1 Importance of understanding wants, needs and preferences of target customers in the service
sectors
Customer is the most important stakeholder in every company. They are the target people
whose demands, needs, preferences, expectations and desires have to be fulfilled by companies.
The three most important elements are wants, needs and preferences which are having a strong
interrelation and they are developed based on ability, willingness and various requirements of
customers(Pansari and Kumar, 2017). They want to provide best experience to their customers
so that this can have a contribution in development of brand image in market. This is a restaurant
which deals in providing all types of cuisines to people and they specialise in having maximum
variety with best taste of each dish. They always try to influence their customers by identifying

their needs, working upon them and then making efforts to fulfil it. The manager of Dragon king
buffer restaurant conducted a research to identify various customers demands and needs which
are mentioned below:
Customers Needs and wants
Teenagers  Quality food
 Free Wi-Fi facility
Food lovers  Live music facility
 Variety in food
 customization according to each
individual.
Health conscious  Food having low calorie content
 Hygienic environment
From the above discussed chart it can be clearly identified that each customer has some
specific needs and wants which they expect to be fulfilled by the restaurant they are visiting. The
first segment of customers which Dragon buffet restaurant is targetting is the youth segment who
demand quality food and fun at the same time. They desire that whether they have to pay more
they don't want to compromise on quality(Tsui, Zhang. and Chen, 2017). The next segment
which is being targeted is the people who are very conscious for their health such that they
demand low calorie food. They are also demanding a hygienic environment and place to have
their food. Another segment of target customers is the people who are actually the food lovers or
the people who are having a preference for good food. Dragon buffet restaurant focuses on those
people who are having very strong preference for varieties of food. All the three segments of
people are the target customers of Dragon king buffet restaurant(Noe and Wright, 2017). They
want to position themselves by satisfying the needs of all the above mentioned categories. When
they will be able to understand various needs of such customers then it will be easy for the
restaurant to make successful strategies. They try to create a better ambience which can enhance
the satisfaction level of their customers. Live music is a additional facility which is provided by
this restaurant.